History & Campaign Objective
A year after its launch, we started a campaign with the objective of getting more people to experience the game and re-engage our lapsed users. We needed to inspire others to try the game while rekindling the hearts of our current players.
This idea uses the core value of the game: choices help make you better. Even as storms hit, you become stronger… you stand up and build a new and better world.
Together with supporting creatives that highlighted the characters and the gameplay, we turned the experience of interruption into something delightful. The 110,575 users who installed the app thought so too. Our campaign ROI increased by 99.69%. The campaign KPI was surpassed and maintained seven times lower in eCPI. Proving the power of story and humanity.